The iPhone Air launched with great excitement. In China, Apple's new model sold out within minutes, initially signaling another success for the brand. But the euphoria didn't last long. Shortly after the launch, clear signs emerged that interest in the new device was waning sharply. Demand plummeted in almost all major markets – even in China, where the sales launch began so promisingly.
The iPhone Air was considered the symbol of a new iPhone generation. Thinner, lighter, more technologically advanced—it was intended to bridge the gap between the classic iPhone models and future innovations, such as a possible foldable iPhone. Initially, it seemed as if Apple would set a new trend with the iPhone Air. But recent reports paint a different picture. Nikkei Asia, in particular, reports that demand has virtually come to a standstill worldwide.
Production cuts after disappointing sales figures
As suspected a few days ago, Apple is planning to significantly reduce iPhone Air production. According to Nikkei Asia , production volume was reduced by around one million units by the end of the year. As usual, Apple hasn't officially commented on this, but suppliers report that significantly fewer components are being ordered. This is a clear sign that demand has plummeted in all major markets.
Even in China, where the iPhone Air received significant attention at launch, sales figures are now falling far below original expectations. After a strong first day of sales, which was primarily driven by tech enthusiasts, interest waned rapidly. In other countries, demand was weak from the start.
Price drop as an unusual signal
Another sign of low demand is the rapid price drop. Just about a month after its market launch, there are significant discounts on the iPhone Air – a rare phenomenon for Apple products. Prices for new iPhones typically remain stable for months. The fact that retailers are already offering discounts indicates that inventory levels are likely higher than planned and that many buyers are lacking interest.
Apple remains calm
Despite the poor sales performance, Apple seems to be taking the situation in stride. The declining iPhone Air sales figures are being offset by strong demand for other models of the current iPhone generation. According to reports, sales of these models are even expected to be significantly higher than last year.
While reducing iPhone Air production, Apple is increasing production of other models. Estimates suggest that up to two million additional iPhone 17 units will be produced. Therefore, the weak iPhone Air performance is unlikely to have much of an impact on the upcoming quarterly results.
The iPhone Air as a technical forerunner
Several sources also report that Apple doesn't consider the iPhone Air a decisive sales model anyway. Instead, it's intended to serve as a technical precursor to future devices. The Air could serve as the basis for a planned iPhone Fold or iPhone Ultra, in particular. The particularly thin construction developed for the iPhone Air is considered an important step toward foldable or even lighter smartphone design.
The iPhone Air as a technical prototype
The iPhone Air failed to live up to high expectations. After a strong launch in China, demand dropped significantly worldwide. Production cuts, price discounts, and the weak market response speak volumes. Nevertheless, Apple is unlikely to be overly concerned by this development. The company continues to record strong sales with the remaining models in the iPhone 17 series and appears to view the iPhone Air more as a technological experiment. In the long term, this could give the device a different meaning—not as a best-seller, but as an important step toward a new generation of devices that will form the basis for a future foldable iPhone. (Image: Shutterstock / Karlis Dambrans)
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